탄소중립 정책 공유의도와 정책 참여의도에 미치는 영향 요인 : 통합기술수용모형과 가치기반모형을 활용한 탐색적 연구

초록

The current study explored factors from two interesting models: Unified Theory of Acceptance and Use of Technology(UTAUT) and Value-based Adoption Model(VAM) on participatory behavior intentions of carbon neutrality policy. Also individual characteristics such as tendencies of New Environmental Paradigm, efficacy, and innovation were dealt with to discover their influence on intentions of sharing and participation behaviors of carbon neutrality. 265 respondents nationwide between 19 and 59 years old who have heard of `carbon neutrality' participated in online survey. Results based on PLS-SEM analyses, variables of performance expectancy, effort expectancy, facilitating conditions, and innovation were positively related to perceived benefits, and social influence was negatively related to perceived sacrifice. With perceived value, perceived benefits showed a positive association and perceived sacrifice a negative one. As expected perceived value was both positive related to respondents' intention of sharing about the carbon neutrality policy and intention of participating in carbon reducing behaviors. As for the influence of personal characteristics variables, ecological beliefs of NEP, both dimensions of efficacy were positively related to intentions of sharing about policy and of carbon reducing behaviors. This study tested and showed a viability of UTAUT and VAM in explaining policy customers' intentions of participatory behaviors in policy communication context.

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